1. Hacking the
human operating
system: using
digital to influence
consumers
decision making
Martin Talks
Digital President
Draftfcb
@talksy

3. messaging

4. That is
highly
logical
4

5. The old models will lead to only accidental
success
• AIDA
• AKLPCP
• Persuasion Model
• Saliency Model
• Involvement Model
• Single Minded Proposition
• Reinforcement

9. New hacking

11. Pilot:
Conscious Explicit
%
5
Rational, balances factors, critical
Source: Daniel Kahneman, Nobel Laureate for Economics, 2002
%
95
Autopilot:
Unconscious Implicit
Emotional, decisive, trusting

14. #1
Now, not the future
#2
Recency
#3
Ownership and loss
#4
Herd instinct

15. #1
Now, not the future

18. #1
Recency

22. #1
Ownership and loss

26. #1
Herd instinct

28. Your mom hates
Dead Space

29. Your mom hates
Dead Space

30. #1
Now, not the future
#2
Recency
#3
Ownership and loss
#4
Herd instinct

31. Pilot:
Conscious Explicit
%
5
Rational, balances factors, critical
Source: Daniel Kahneman, Nobel Laureate for Economics, 2002
%
95
Autopilot:
Unconscious Implicit
Emotional, decisive, trusting

35. Emotional Journey: Cadbury Dairy Milk Gorilla
100%
Contempt
90%
Disgust
80%
70%
Anger
60%
Fear
50%
Brooding
uncertainty:
“Unsure”
“Music”
“Don't like a close up of the
gorillas nostrils!!”
“Feel good advert”
Sadness
40%
“Intrigued about how the
gorilla relates to the slogan at
the end” “What’s it got to do
with chocolate?”
30%
“Don't understand what the
advert is for”
“Funny to see the gorilla”
Neutral
“It’s funny”
“It all comes together
and is amusing”
20%
Happy
“Not sure what i expected”
“Good music, good
chocolate!”
“Love Cadbury's
Chocolate!”
10%
Surprise
0%
Start
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46
48
50
52
54
56
58
60
62
64
66
68
70
72
74
76
78
80
82
84
86
88
90
“Love it”
“An ape playing the drums”
seconds
35

36. 36

40. Hacking the human
operating system
It’s a no-brainer

41. Martin Talks
President, Digital, Draftfcb
martin.talks@draftfcb.com
@talksy
Matthew Willcox
Exec Director, IDM matthew.willcox@draftfcb.com
@matthewwwillcox
Simon White
@talksy
Planning Director, Draftfcb Europe
Simon.white@draftfcb.com
@SimonHWhite